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Bid Management Technology: a growing weapon for marketers

As the economic crisis continues, the paid search market is becoming increasingly competitive. Despite the outlook for search marketing looking relatively positive during 2009, managing – and extracting value from – campaigns will become more and more challenging.

The digital industry continues to flourish because of its ability to drive return on investment, especially in the face of a recession. For many advertisers, their most efficient channel is paid search, and the technology for managing this is typically a crucial component for maximising the success of any campaign.

The advantages afforded to advertisers using such management tools are numerous. Certainly we’ve found that marketers can operate more aggressively online, stretch budgets further and increase conversion rates. This is about working smarter, not harder, and is incredibly important for those clients managing hundreds of thousands of keyphrases a month.

The strengths that bid management technology can provide include:

-) 24-hour functionality (by using an automated system which requires minimum human contact)

-) Operation in real-time (eliminating time-lags)

-) Allowing thousands of keywords to be monitored and optimised at enormous speeds

-) Giving any campaign an extra level of security

-) Providing a rapid-response solution if any urgent changes are needed

Profiling 16 leading suppliers and their products, our guide details the issues and trends surrounding bid management tools, as well as discussing the on-going industry question of whether or not technology may eventually replace PPC account managers/handlers.

Of course, paid search campaigns will always require the human touch: no matter how intelligent the software, somebody will need to set the rules. But we can see that bid management technology is undoubtedly a market which will continue to prosper as savvy marketers increasingly adopt this kind of technology to improve their search strategies (and their ROI).

With marketers currently facing the issues surrounding intensifying competition – such as CPC inflation caused by competition and search engines attempting to maximise their profits – it seems that management technology could provide a welcome solution to some of the problems.

comScore reported yesterday that Americans watched 34% more online
videos this past November than they did a year ago in November 2007. This amounts
to a whopping 12.7bn videos watched in a single month.

Google properties, which include YouTube, remained the top online video
destinations, drawing nearly 98m unique viewers and accounting
for just over 40% of videos watched.

Last week, Econsultancy was invited to the Westminster eForum, where Lord Stephen Carter – the Minister for Communications, Technology and Broadcasting – was a guest keynote speaker ahead of his Digital Britain report.

The report, which is expected on January 26th, is to be “an action plan to secure the UK’s place at the forefront of innovation, investment and quality in the digital and communications industries.” So, ahead of the report, what is the Government planning?

Most of us tend to root for the underdog. There’s something powerful in
the thought that the most disadvantaged can muster up the strength to
overcome a significant challenge or a more potent competitor.

Few, however, seemed to be rooting for Palm, the company that created the market for the smart phone.

January 14th 200906:51

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